An extension of the technology acceptance model for understanding travelers’ adoption of variable message signs

Understanding travelers’ acceptance of Advanced Traveler Information Systems (ATIS) is crucial to the implementation of Intelligent Transportation Systems (ITS) capable of mitigating traffic congestion and improving network performance. This paper adopted an extended Technology Acceptance Model (TAM) to predict and explain road users’ intention to use Variable Message Sign (VMS) information. In addition to the traditional parsimonious TAM constructs (perceived usefulness, perceived ease of use and behavioral intention), the model examined the effects of attitude towards route diversion, familiarity with road network and information quality on road users’ acceptance of VMS. 762 drivers were interviewed and the obtained data were processed using Structural Equation Modeling. The results showed that travelers’ attitude towards route diversion had a positive effect on perceived usefulness and intention to use VMS. Information quality had a positive direct effect on perceived usefulness, perceived ease of use and attitude towards route diversion. Familiarity with the network had a positive effect on attitude towards route diversion and a negative effect on the perceived usefulness of VMS information. Perceived ease of use significantly and positively affected perceived usefulness and intention to use VMS. Perceived usefulness also had a positive effect on intention. Several academic and practical implications were also discussed.